We’re just going to come out and say it: Best practices are not always the best practice.

A more reliable and consistent approach is based on understanding how and why buyers frame value and make choices—a buyer-centric model backed by rigorous research and decision making science.

For decades, social psychologists have conducted experiments to better understand the hidden forces that motivate how and why we make decisions. By employing an approach based on decision-making science throughout the buying cycle, you give yourself the best chance of getting prospects to say “yes” to making a change, and “yes” to choosing you.

Our Customer Conversation System integrates findings from several decision-making science disciplines, including neuroscience, behavioral economics, and social psychology. We leverage principles from these fields and our own ongoing research to appeal to the decision-making part of the brain, helping marketers and salespeople to tell provocative, visually compelling stories throughout their customer conversations.